Reklam-av-brott: Att underhålla både varumärket och TV-tittaren
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
In some TV commercials companies place their brand in situations with criminal acts. The question is why these companies do this and if this phenomenon is compatible with the brand identity the companies want to communicate. Two different brands with this type of advertising were chosen and their commercials were analysed. Interviews with the companies’ marketing directors and their respective advertising agency have been made. A brand expert on the University of Stockholm has been interviewed as well and the commercials were also shown in a focus group with students to get their point of view. The result shows that companies use crime to stand out in the media noise. Commercials today are in many ways seen as entertainment, especially among the target consumers of these products, and since criminal acts are parts of the entertainment business, this does not seem to upset the majority of them. However, crime in commercials is not very helpful building the product’s brand. To do that, a more complex and product connected brand identity and communication are necessary.
Place, publisher, year, edition, pages
IdentifiersURN: urn:nbn:se:su:diva-3625OAI: oai:DiVA.org:su-3625DiVA: diva2:192959